Lego longevity driven by loyalty of local blockheads

Danish toy firm's canny digital innovation leads to record growth as it nurtures users into adulthood

Dave Fennell's Lego model of Dublin's Convention Centre which took nine months to complete Pic: Getty

Lego yesterday posted its highest-ever revenue growth demonstrating the universal appeal of the clickable brick withits mix of timelessness and innovation.

With over 400 Lego billion bricks in circulation worldwide, the business has adapted nimbly to the digital era through development of apps and computer games.

The praise of celebrity fans as diverse as footballer David Beckham, actors Mark Wahlberg and Brad Pitt, and singer Britney Spears has also cemented the brand's standing.